Pl ay - 2- Day 1 Andrea Oswald Ian Dawe CMMU 4665 Summer 2010
Mar 13, 2016
Play-2-Day
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Andrea OswaldIan Dawe
CMMU 4665 Summer 2010
Table Of Contents
Executive Summary................................................................................3
Situation Analysis...................................................................................4
Product Research..........................................................................4-5
Target Market................................................................................5
SWOT Analysis............................................................................6
Marketing Strategy..................................................................................7
Promotional Campaign Objectives.........................................................7
Campaign Strategy................................................................................8-10
Creative Strategy.........................................................................11
Media Placement Strategy.....................................................................12
Advertisements......................................................................................13
Print Advertisements................................................................14-17
Radio Advertisements..............................................................18-20
Direct Marketing Advertisements...............................................21
Television Advertisements........................................................22-24
Website.........................................................................................25
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Executive Summary !
! The Play-2-Day advertising plan examines the establishment of charitable
campaigns for children suffering with cancer and the campaigns developed for children
focused hospitals. There will be a presentation of the Play-2-Day’s primary target market
along with a look into some strengths, weaknesses, opportunities and threats this type of a
campaign may encompass. Through the Play-2-Day marketing strategy and promotional
campaign objectives there will be a clear understanding of how this campaign will
contribute to children suffering from cancer and blood disease, the steps that will be taken
to contribute to these patients and what the main objectives of this campaign are striving
to communicate. With these components the advertising plan will move into a deeper
analysis of the Play-2-Day operation and what steps were taken to project the campaign
strategy creatively. The Play-2-Day advertising plan will conclude with the constructed
Denver Metro area advertisements.
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Situation Analysis
! Charitable foundations have been around for many years and the non-profit
industry has been at an all time high. The American Institute of Philanthropy has
dedicated an entire website to a consumer in search of various types of charities and
organizations. Out of the 990 charity organizations members of this website, children's
charities were only represented in a few of the sub categories, but did receive high index
ratings for the work and contributions made by these organizations1. In our current
society it seems as though no matter where you turn there is a good cause just wanting
your support, but what better a cause then children? For many years the Children’s
Hospital organization has produced a number of events, fundraisers, silent auctions, run-
walks, outdoor events, benefit dinners you name it the Children’s Hospital has produced
such an event. Through research of other children focused charities, children’s hospitals,
and child focused fundraisers it seemed as though there was a lack of a market for a
campaign that directly benefitted the children everyone was raising money for.
The Children’s Hospital along with St. Jude’s Children’s Hospital have been the
leaders in pediatric medicine raking 23 in the country for top charities in the US2. In
conducting research for children’s charities one or both of these leading Children’s
facilities were almost always included in the promotional campaigns. The way these
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1 American Institute of Philanthropy. (2010). Charity Rating Guide. Chicago. http://www.charitywatch.org/contact.html
2 National Center for Charitable Statistics. (2007). Top 25 Children’s Charities.
http://more.4kids.info/652/top-childrens-charities/
organizations have created a brand of charity and community within their hospitals has
immensely affected how quickly their brand is noticed by a consumer.
Target Market Target audience geographically is driven towards community members through
out the Denver Metro Area. Males and females who would believe in supporting causes
centered around children/family and believe in improving the quality of life for those
who cannot help themselves. Demographically there are no limitations by race, age,
socioeconomic status, cultural background, ethnicity, religious or political for the Play-2-
Day target market. The Play-2-Day also has a secondary target market that it appeals to
through the campaign advertisements. Due to this being a children’s charitable campaign
the secondary target market would appeal to the patients of the Center for Cancer and
Blood disease, but also the children of the primary target market as well.
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SWOT Analysis
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Strengths
•Baskets not only provide fun for the day,
but for future treatment
•Local retailer involvement
•Proceeds for baskets filter back into the
Center for Cancer and Blood Disorders
•Volunteer based
•Campaign that supports children in the
community
•Allows for donations to continue year
round, not just during the holidays
Weaknesses
•Informing the public on how to properly
purchase/donate a basket
•Having local retailers donate products
along side the competition
•Baskets are only supporting the Center
for Cancer and Blood Disorders
•Campaign may be too similar to holiday
fundraisers
Opportunities
•Promoting Day-2-Play campaign on social
networking sites would engaged
community members to purchase baskets.
•Team up with local radio station and news
station to attend and promote Day-2-Play
•Expanding campaign to benefit to all of
Denver Children’s Hospital
Threats
•Local gift basket companies are already
established in the metro area
•Large retailer may already sponsor a
similar campaign
Marketing Strategy
! The product strategy for the Play-2-Day campaign centers around the Play-2-Day
baskets that will provide the patients of the Center for Cancer and Blood Disease an
escape from their treatments and an opportunity to get back to the thing children enjoy
the most, play time. The placement strategy will have a base in local retailers who have
donated products for the baskets, local doctors offices, radio stations and printed
campaigns featured in Denver’s newspapers and magazines. The pricing strategy reflects
the target market of this campaign and their willingness to contribute to a greater cause.
The baskets will be subjectively priced at a $25.00 donation fee. The rest of this report
will discuss the promotional strategy.
Promotional Campaign Objectives• To provide the patients at the Center for Cancer and Blood Disease the tools to enjoy the time
they spend at Children’s Hospital.
•To create awareness about childhood cancer.
•To introduce a campaign that gives back to these patients all year round.
•To change the communities views about making charitable donations more than just once a
year.
•To present a new wave of products that benefit the “consumers” directly instead of a product
that benefits a cause or condition.
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Campaign Strategy
1. Who is my target?
Target audience is driven towards community members through out the Denver
Metro Area. Males and females who would believe in supporting causes centered around
children/family and believe in improving the quality of life for those who cannot help
themselves. Demographically there are no limitations for the Play-2-Days target market.
2. Where am I now in the mind of this person?
Children’s Hospital is widely known for the care they provide to their patients and
families. I know that around the holiday’s many companies and community members
through out the metro area make donations to the hospital. The media also lends a hand
around the holiday’s to give back to the hospital as well running teddy bear drives and
telethons. Play-2-Day sounds like a great campaign to help out the children receiving
treatment at this facility, but I donated through out the holidays.
3. Where is my competition in the mind of this person?
When purchasing a gift basket to benefit the Play-2-Day campaign the patients of
the Center for Cancer and Blood Disorders (CCBD) will enjoy a day of play. These
baskets seem to be filled with items many ages and genders could enjoy and would help
pass time during treatments. Other gift basket companies do produce baskets for children
that have products such as Hannah Montana, Sponge Bob, Spider Man, Tinker Bell and
the cast of High School Musical that can be modified for birthdays, holidays and even
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back to school. Most children these days are driven by what characters are “in,” so most
children would appreciate these baskets.
4. Where would I like to be in the mind of this person?
There are various campaigns around the Denver Metro area that support children
or cancer research, but Play-2-Day Baskets are allowing the community to band together
to provide children the opportunity to fuel their imagination through coloring packets,
blocks and building sets, music, board games, craft kits, play dough, music, books and
much more. I know that all of the donated proceeds from the baskets will be formed
together and donated to the Children’s Hospital CCBD. The Play-2-Day Baskets
campaign allows the community to give to those who are unable to help themselves,
insuring that healing and laughter continues on the 7th floor of Children’s Hospital.
5. What is the consumer promise, the “big idea”?
The Children’s Hospital Center for Cancer and Blood Disorders (CCBD) has been
providing care for children, adolescents and young adults with cancer and non-malignant
blood diseases in the Rocky Mountain Region for many years. The Play-2-Day campaign
would allow the patients of the 7th floor to drop the title patient and get back to being a
“kid” for the day. Each child would receive a gift basket based on appropriate age group
and gender at the beginning of Day-2-Play followed by different established stations of
Face Painting, Art Zone, Groove and Move Karaoke, Bear Time and much, much more.
These Play-2-Day baskets are for the children battling various types of cancer and blood
diseases that prevent them from enjoying the day-to-day pleasures of simply just being a
kid. Buy purchasing these fun filled baskets you are ensuring the children of the 7th floor
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Center for Cancer and Blood Disorders can not only view a better today but a colorful
tomorrow.
6. What is the supporting evidence?
The Children’s Hospital Center for Cancer and Blood Disorders (CCBD) facility
has been constructed around the specific clinical and emotional needs of these young
patients from family lounge/play areas, creative centers, low lighting, child friendly
colors and so much more (Children’s Hospital 2010). This institute has understood
through research that children will heal more quickly in a pediatric setting that includes
various types of stimulation and activity. Play-2-Day would be a campaign supporting
the Children’s Hospital mission to “improve the health of children through the provision
of high-quality coordinated programs of patient care, education, research and
advocacy” (Children’s Hospital 2010).
7. What is the tone of voice for the advertising?
Causing community members of Denver to come together and provide the young
cancer patients of Children’s Hospital “A day to laugh, A day to dance, A day to sing. A
Day-2-Play.”
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Creative Strategy
! The major appeals that will be seen through out the Play-2-Day campaign are
Pathos and Ethos. The Pathos appeal is associated directly with the audiences’ search for
assisting those who can not assist themselves. The act of giving can be a very powerful
and rewarding act that gives the contributor a sense of purpose. The emotional
connection to this campaign will be displayed through out the various advertisements by
using a positive approach to cancer and blood disease compared to the somber approach
many other advertisers use. As this is a campaign for the benefit of children and a
hospital there will be appeal using Ethos. This campaign wants to emphasize the many
years of exceptional service the Denver Children’s Hospital Center for Cancer and Blood
Disease provides for their patients on a 24 hour basis. This particular unit has been a
forerunner in the Children’s Hospital community for their extensive research and trial
treatments for these conditions. This campaign will place the ethical practices of
Children’s Hospital on a forefront as to draw in the audience to understand the need for
this type of a campaign.
The way the appeals of the Play-2-Day campaign will be displayed is through an
immense use of color, bold lettering and strategic placement of phrases. Since the
primary target market of our campaign is geared towards consumers in the Denver Metro
area there will be a great use of the Denver Children’s Hospital logo and hospital pictures
through out the campaign. The use of color is appealing not only to our primary target
market but to a secondary market of children and child patients in the Denver area as
well. Children are drawn to the brightness of an advertisement and to the incorporated
bold lettering as well. This use of a creative strategy allows the Play-2-Day campaign to
target a specific market and secondary market directly.
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Media Placement Strategy
As discussed earlier much of the media advertising for the Play-2-Day campaign
will be placed in local Denver Metro area businesses that donated products for the
baskets. Another local office the Play-2-Day promotions will be seen is various doctors
offices with concentrated pediatric areas. Following these local business will be the
weekend publications of the Denver Post and the monthly issue of 5280 magazine. The
produced radio advertisements will air on Alice 105.9 during the morning and afternoon
rush hours 3 days a week.
The reason the Play-2-Day campaign placements were directly geared around the
Metro areas was due to the location of the primary Children’s Hospital in downtown
Denver. This campaign wanted to display a real sense of community by having local
vendors sponsor Play-2-Day. Promotions were also selected to be placed in pediatric
doctors offices because many of the cancer and blood disease diagnosis's are given here.
It was important to project the radio advertisements on to Alice 105.9 due to their
previous history with contributing to the Children’s Hospital and many other deserving
organizations.
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Advertisements
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Print Advertisements
Children’s Hospital Center for Cancer and Blood Disorders
One-page spread
“ All Smiles”
Visual: Close-up of three children, 2 girls and a boy. Claudia, Hana,
Kavahn are standing together, draped in hand crafted necklaces
wearing a smile from ear to ear.
Headline: A Smile That is Worth Giving
Copy: Play-2-Day Baskets insure that the healing power of
imagination and laughter continues at The Children’s Hospital
of Denver’s Center for Cancer and Blood Disorders. Donate a
smile today. Donations for Play-2-Day baskets maybe made at
http://www.thechildrenshospital.org/give/index.aspx
Logo: Play-2-Day; Denver Children’s Hospital
Baseline: A Day 2 Laugh, A Day 2 Dance, A Day 2 Sing. A Day-2-Play.
Mandatories: (none)
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A Smile That Is Worth Giving
Sociosqu netus semper aenean amet
Play-2-Day
! Play-2-Day Baskets insure that the healing power of imagination and laughter continues at The Children’s Hospital of Denver’s Center for Cancer and Blood Disorders.
A Day 2 Laugh. A Day 2 Dance. A Day 2 Sing.! ! ! A Day-2-Play
Donations for Play-2-Day baskets maybe made at http://www.thechildrenshospital.org/give/index.aspx
Children’s Hospital Center for Cancer and Blood Disorders
One-page spread
“The Missing Piece”
Visual: Close-up of a hand holding a puzzle piece up in the sky
with mild clouds in the background.
Headline: Imagine: What If You Were The Missing Piece?
Copy: The Denver Children’s Hospital Center for Cancer and
Blood Disorders has dedicated years of service to make
sure the young patients staying in this facility feel right at
home. Join us Denver, to lend a helping hand in making
sure the laughter stays alive. Donate a Play-2-Day basket
and help the patients of Denver Children’s Hospital have
a play day everyday!
Logo: Children’s Hospital
Baseline: To donate a Play-2-Day basket visit www.play2day.org or
www.thechildrenshospital.org/give
Mandatories: (none)
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To donate a Play-2-Day basket visit
www.play2day.org or www.thechildrenshospital.org/give
imagin
e
What If You Were The Missing Piece?
!
!
!
!
" The Denver Children’s Hospital Center for Cancer and
Blood Disorders has dedicated years of service to make
sure the young patients staying in this facility feel right at
home. Join us Denver, to lend a helping hand in making
sure the laughter stays alive. Donate a Play-2-Day basket
and help the patients of Denver Children’s Hospital have
a play day everyday!
Radio Advertisements
Children’s Hospital Center for Cancer and Blood Disorders“Laughter: The Healing Medicine”: 30 Radio
Female Announcer portraying an upbeat, nurturing, and light hearted person.
SFX Group of children laughing softly and progress to louder tone.
LITTLE BOY 1 Nurse Jenny I got bubbles in my basket!
LITTLE GIRL 1 Nurse Jenny I got sparkly nail polish in my basket! Oh! And
coloring books my favorite!
ANNCR Nurse’s like Jenny have been apart of making a child’s
experience here at Children’s Hospital Center for Cancer as
comfortable as possible. You too can be apart of giving back to
Denver’s premier Children’s Hospital by taking a second to
purchase a Play-2-Day basket. Donate today, because everyday
should be a play day at Children’s Hospital. For donation
information please visit out website at
childrenshospitaldenver.com and click on Play-2-Day!
NURSE JENNY Alright kids now who wants their face painted?
GROUP
OF CHILDREN ME!!!!!
SFX Fades with children’s laughter
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Children’s Hospital Center for Cancer and Blood Disorders“Getting Real”: 60 Radio
Alice 105.9 radio personalities Slacker and Steve, “getting real,” with their audience about the Play-2-Day campaign for Denver Children’s Hospital. They will speak with two patients Brayden 5 and Chloe 8 from the CCBD unit and allow them to tell their stories.
SLACKER & STVEVE: YI!
STEVE: Hey Alice listeners Slacker and Steve here!
SLACKER: And we wanted to talk to you about the Denver
Children’s Hospital Center for Cancer and Blood
Disease.
This center has dedicated many years of service to
the young patients in need through out Colorado
like my good friends Brayden and Chloe here.
STEVE: Brayden why don’t you tell the Alice listeners what
a day at Children’s Hospital is like.
BRAYDEN: Well every morning I get to eat breakfast in the
playroom because the sun shines brighter in there .
Then I get to read books with Nurse Jenny while
I have a tube in my arm that puts in medicine to
make me feel better .We go on the slides and blow
bubbles, it’s really fun.
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STEVE: Brayden isn’t the only patient having fun, what
about you Chloe? What is a Day like for you at
Children’s Hospital?
CHLOE: As soon as I get out of bed I go down to the nurses
station and say good morning to everyone! And my
friend Hana and I get to sit in our special chairs and
paint each others nails while we get some medicine.
We both love pink!
SLACKER: Chloe and Brayden are having loads of fun while
receiving treatment at Children’s Hospital because
of the Play-2-Day baskets donated by you Denver.
STEVE: That’s right Alice listeners you too can be apart of
making sure everyday is a Play Day at Children’s
Hospital. So donate a Play-2-Day basket now by
visiting our website for more information.
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Direct Marketing Mailer
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CLIENT: Children’s Hospital CCBD
JOB: :30 TV
TITLE: “ Play In the Hallway”
Video
MS of an empty Children’s Hospital Hallway.
Cut to CU of a group of the CCBD patients hiding around the corner of the hallway. Patients are in huddled together with coloring books, bubbles, small toys etc.
Cut to MS of Nurse walking around the hallways looking for her friends. She stops when she hears the SFX.
CU of Nurses face with a large smile. Nurse turns and speaks to patients.
Fade to White Screen showing still shot of some CCBD patients with Play-2-Day Baskets. Children’s Hospital Logo and the Play-2-Day Logo at bottom with colorful lettering.
Audio
SFX: Children softly giggling
SFX: A quiet shhhhhh
SFX: Light footsteps against floor
SFX: Stop footsteps
VO: I think someone found their Play-2-Day baskets
SFX: Fade with soft giggling
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TV Advertisements
CLIENT: Children’s Hospital CCBD
JOB: :30 TV
TITLE: “Bundle of Joy”
Video
Opens with an outside shot of Children’s Hospital. Bottom lettering “Come on In”
Cuts to image of a young patient and nurse enjoying each others company
Cuts to image of a father and his young son painting in the playroom
Audio
SFX: “Sweet Pea” by Amos Lee plays in background
VO: Thank You Nurse Jenny!
VO: Painting is my favorite daddy!
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Cuts to an image a mother and her daughter playing doctor with the child’s teddy bear
Cuts to image of a group of little girls playing dress up.
Fades to a black screen with
the Children’s Hospital and
Play-2-Day logos and
websites
VO Mother: Are you giving
your new bear medicine to
make him feel better Jacob?
VO Jacob: Yes mommy, just
like the nurses do for me
SFX: Girls laughter
VO: I’m so happy we have
these Play-2-Day baskets!
Now we can have fun, laugh
and play all day!
VO: Donate today Denver!
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